Redes sociales y su impacto en los negocios digitales de Guayaquil

Abstract

The research analyzes the impact of social networks on digital businesses in Guayaquil, focusing on the commercial field. Given the increasing use of platforms such as Facebook, Instagram, X and TikTok, local businesses must adapt their marketing strategies. The study, of a qualitative nature, is based on interviews with businessmen and analysis of success stories. The results show that social networks allow audiences to be segmented and personalize messages, facilitating constant interaction with consumers. However, they face challenges such as continuously creating relevant content in a competitive environment. In conclusion, although social media offers significant opportunities, it requires strategic planning and execution to remain competitive.